中国玩具企业如何突围出口困境？数字化与全球化是关键
中国玩具行业正面临前所未有的挑战。作为全球最大的玩具生产国，中国生产了世界上近90%的玩具，但知名国际品牌却寥寥无几。2022年9月，中国玩具出口结束了26个月的增长神话，开始下滑。2023年情况更加严峻，数据显示，中国玩具出口总额从3月份的38亿美元下滑至4月份的35.3亿美元。
The Chinese toy industry is facing unprecedented challenges. As the world's largest toy producer, China manufactures nearly 90% of the world's toys, but there are few internationally renowned brands. In September 2022, China's toy exports ended a 26-month growth streak and began to decline. The situation became more severe in 2023, with data showing that China's total toy exports dropped from $3.8 billion in March to $3.53 billion in April.
欧美市场需求疲软是主要原因之一。2022年美国玩具零售额同比下降0.2%，销售数量下降4%。高通胀和高利率降低了消费者的购买欲望，使他们变得更加价格敏感。"我们发现只要亚马逊有促销活动，订单就会增加，但活动一停，订单就下滑。"一位中国玩具出口商表示。
Weak demand in European and American markets is one of the main reasons. In 2022, U.S. toy retail sales fell by 0.2% year-on-year, with sales volume dropping by 4%. High inflation and interest rates have reduced consumers' purchasing desire, making them more price-sensitive. "We found that orders increase when Amazon has promotions, but drop as soon as the promotions end," said a Chinese toy exporter.
面对挑战，中国玩具企业正在积极转型：
Facing challenges, Chinese toy companies are actively transforming:
- 拓展新兴市场：1-4月福建出口至"一带一路"沿线国家的玩具同比增长66.6%
- Expanding into emerging markets: Fujian's toy exports to Belt and Road countries grew 66.6% year-on-year from January to April
- 数字化转型：应用ERP、CRM等系统提升运营效率
- Digital transformation: Using ERP, CRM and other systems to improve operational efficiency
- 本地化创新：泡泡玛特在海外推出符合当地文化的限量款产品
- Localized innovation: Pop Mart launched limited-edition products tailored to local cultures overseas
专家指出，中国玩具企业要打造国际品牌，必须：
Experts point out that for Chinese toy companies to build international brands, they must:
- 提升数字化应用能力，实现精细化运营
- Enhance digital application capabilities to achieve refined operations
- 深入了解目标市场文化，开发本地化产品
- Deeply understand target market cultures and develop localized products
- 抓住12岁以上青少年和成人玩具市场的新机遇
- Seize new opportunities in the toy market for teenagers over 12 and adults
尽管面临挑战，但中国玩具企业展现出了强大的适应能力和创新精神。随着数字化和全球化战略的深入实施，中国玩具品牌有望在全球市场实现突破。
Despite the challenges, Chinese toy companies have demonstrated strong adaptability and innovative spirit. With the deepening implementation of digitalization and globalization strategies, Chinese toy brands are expected to make breakthroughs in the global market.
